What happens when Love and Venus collide?

You get Lu.V. - our new campaign presenting the latest Lumix GF5 featuring the Travel Photonista.



And also another TVC with Nat holding our GX1, that's our girl - the runway rebel :)

And it's a huge wrappppppppppppp!

There's a Lumix G for every Photonista, which one are you? ;)

What happens when hybrid meets art?

Them guys had a ball creating this masterpiece which is currently up in KLCC Convex tunnel :) The idea ties back to being 'naturally driven'. Driven to inspire change in the way we look at and do things. Why print when we can paint? Sure hell takes a lot more effort, but it's way more rewarding :)

Jobs in Dentsu Utama, updated 26/04/12.

(Last update on 26th April 2012)

If any of the following hits a note with you (or someone you know), please direct enquiries here.

1) Account Director: To oversee our key Electronics account, handling a team of Senior Account Manager, 2 Account Managers, a Senior Account Executive and an Account Executive.  Obsessive constructive leadership is absolutely necessary.  People prone to emotional breakdowns need not apply.

2) Senior Account Manager: To handle our 2-wheeler account with primary focus to expand.  Driven and enjoys travelling.  Being able to converse in local dialect automatically adds 10-points to your score.  People who know how to drink and socialize but can't do sh*t need not apply.

3) Account Manager:   To handle three reasonably-sized accounts: Pharmaceutical, Automotive-related industry and FMCG/alcohol. Someone who has experience in a media agency is preferred.  With knowledge and experience in PR (I mean the discipline, not drinks with clients) adds 10-points to your score.  Driven to expand current business.  People who say they know media but don't know how GRPs are calculated need not apply.

4) Senior Account Executive: To work on women and baby products, working closely with a shared Senior Account Manager and a dedicated Senior Account Executive to manage the client and be apt to business growth opportunities.  Preferably female for obvious reasons (but hey if you think you can hack it but are born a bloke, why not).  People who are attention-deficit and always need to be recognised for menial work done, need not apply.

5) Associate Planning Director: 2nd in line to the Planning Director.  To assist in overseeing the planning department when the Planning Director is away and handle a telco account independently.  Looking for someone who has a good track record in either winning new business and/or expanding existing accounts.  Leadership is commendable.  Needs to be adept in research methodologies and practices.  People who hold two titles; one their actual position and the other called something like 'Strategist' need not apply.

6) Senior Planner/Senior Planning Manager: To primarily manage our automotive account (both 4 and 2 wheeler) and assist in other small accounts as well as pitches.  Needs to be adept in marketing and research.  People who want to experiment with planning because they dislike being a suit, need not apply (and refer to number (5)).

6) Planning Intern: Coordinator for the planning department, assist in research and basically a management trainee.  Strawberry-generation mindset (poke, bruise, cry) need not apply.  By the way, if I have to talk to your parents, I will.  Trust me.

7) Digital Media Marketer: To market creative concepts in the digitalsphere with adept knowledge in (minimally) GA, online media channels, KPI-setting and ROI measurement.  Able to produce digital-translation of integrated campaigns is a major plus point.  People who can only plan and can't execute (or vice versa) need not apply.

8) Mid-heavy weight creative: Art + Senior Copywriter + Designer (team of three) to work with a dedicated planner of similar weight.  Primary role is to push the creative envelope, producing strategically sound integrated campaigns for an Electronics account.  People who cannot ideate and try to cover up by using vavavoom execution, need not apply.

9) Mid-weight creative team: Art + Copy + Designer (team of three) to work with a dedicated planner of similar weight.  Primary role is to push the creative envelope, producing strategically sound integrated campaigns for an Automotive account.  Primadonnas need not apply.

10) Content strategist and writer: To plan and write for publication and engagement (both printed and digital).  Huge opportunity to grow in content creation.  Copywriters whose sizzle fizzles after 3 lines, need not apply.

People with 10 years experience in 10 different agencies, need not apply.

To an awesome year!

p/s: Sorry, I just realized this is on social global media.  This Dentsu is Dentsu Utama, Malaysia (an integrated advertising agency).  Not to be mistaken for another country, an auditing and finance firm and/or a certain spark plug manufacturer.

What did the media say about us?

Dentsu Bags Creative For Lumix And Viera

By: Malati Siniah, Malaysia

Published: 3 hours 49 min ago

 PANASONIC   OLYMPICS    LUMIX

Malaysia - Following a 2-week 5-way pitch, Dentsu Utama, the local office of Dentsu Network has won the strategy and creative duties for Panasonic's digital camera range Lumix and its television range Viera.

The pitching process was to determine the best agency to integrate both brands with innovative solutions. However, Panasonic was not necessarily looking to award the same agency to handle both of the accounts.

Dentsu Utama has begun work on both accounts and expects to kick off its first campaign soon.

Last year, Dentsu Utama was appointed to manage the corporate communication for Panasonic's Eco and Energy business and corporate sponsorship for the Olympics 2012 campaign.

Commenting on the agency's latest win, Hideo Katakura, vice president of Dentsu Utama said: "We are elated to move to the next level of business partnership with Panasonic. In order to meet our client's overall business objectives, we need to have an aerial view of the corporate strategy as well as an insightful vision for all of its brands,"

Last month, Panasonic kicked off an integrated campaign introducing new range of its Lumix digital cameras targeted at women. It also recently invested RM15 million to market its newly launched Smart VIERA TV.

_________________________________________________________

Follow us @Marketingeds on Twitter for breaking stories throughout the day.

Have something to say? Comment on our Facebook page or contact the writer at malatis@marketing-interactive.com.

Source

What happens when you lose?

March was a krazy month.  With a capital K.

Amidst our campaign launches, pitches here and there, small and big, we got two wins and two losts.  I remember someone telling me that we're always SO focused on our shortcoming that sometimes we forget to celebrate the other great stuff that has happened.

But sometimes when we're too focused in that elated feeling, we become over-confident and arrogant.  And I think that is what caused us the lost.  These were very difficult pills to swallow.  Because you know exactly why you lost.

Sheer arrogance.

Kills opportunities.

Or was it exhaustion?

My ex-boss used to tell me to stop being so competitive.  But I have a whole different contention to that.  It's not that I'm competitive (okay, maybe a little bit) but you really wanna give your best to every project.  If it's not 100%, it's not a 100%.  It's okay if you're ready to bite the bullet and chew on the results if you're well aware from the beginning, you're not gonna give a perfect ten.  But it's something else when you perceived yourself for having done that and yet in retrospect, you realized it was just over-confidence masquerading as know-how.  The frustrating thing is I know this.  We've had a similar experience with a long-time client.  The day we lost, the feeling... sucked.  Again, because we know why we lost.  Since, we've vowed to always carry humility to this particular client and so far, so good.  So this is not a new lesson.  It's a forgotten lesson but it's one, once again, well-learned, well-deserved.

I'm deeply humbled.

And I owe an apology to my client.

For losing on such irrelevant ground.

We'll be better next time round.  That's our professional commitment.

What happens to us during a crisis?

This month was 'hellish' - in true definition of the advertising world.  We have had two pitch presentations and two events and everything that's equally important but not in priority (at the moment) in between.

But we survived and with one more coming up this week, we will survive.  At moments like this, we know the team is super exhausted.  Everyone is stretched and maxed out - suppliers, clients inclusive.  Everyone is in their jumpy mode, frustration surmount, irritability sky high.  Due to work and partially due to lack of sleep.  Personally I think it's impossible to tell anyone to control their frustration right now because if we could in this kind of situation, we would have been gods or Ghandi.  I would suggest that we understand better where the frustration is coming from, when we receive it and work it out as positively as possible.  But  DO NOT, I repeat, do not return fire.

Admittedly, unabashedly, ashamedly, I too whined out loud and thank God for a trustworthy ear.  Last week was pretty intense and it made me realize a couple of things:

1) How important it is to work in a team.  We had a challenge and some people whom I never expected, rose up to the occasion and beyond.  These people weren't 'helping', they were true additional value to the team.  And to them invisible heroes, I'm eternally grateful.  Shows that when you need help, ask.  The resources are always there, don't blame anyone for lack of assistance when you have not ask in the first place.

2) When there is competition, there is greater motivation to improve our quality of work.  Yes, if you ask me, competition is tiring.  Work or personal, if you have to constantly prove yourself, it can get a little exhaustive.  But sometimes, positive and meaningful competition can really bring out the best in people.

3) It's more important to be committed than to be seen as important.  Especially in client servicing, there is no glory when it is personal glory.  When you are committed to the client, you will be happy because the client is.  That's called job satisfaction.  But if you're sucking up to the client, then it's called 'sucking up to the client'.  Personal glory has no space in team spirit.  When you truly deliver your words, no human being can be fooled.  Likewise when you can't.

4) Never trust something entirely unless you've seen it or touched it.  Do not succumb to heresy and rumours.  No good decisions can ever come out of inaccurate information.

5) In times of crisis, it's important to be 'emotion-less' and stay on facts.  "You've got it wrong" means "You've got it wrong, but now let's get it right".  Don't let your emotions decipher meaning that's absent from what's being said.  It doesn't mean, "We're blaming you".  Be solutions focused, don't muddle your head with unnecessary feelings of 'hurt'.  Now it's not the time to discuss 'what I feel...'.

6) When the situation calls for it, S-T-R-E-T-C-H.  It will do you good and it will do the team good and more importantly it will do your relationship with your team, great.  Trust is built in times of crisis, not in times of peace.

7) When your boss is stressed because he has too many fires to fight, be a solution.  Step in and take a bullet for him.  I know we're not born heroes but it will help everyone collectively if the emperor's throne stops shaking.  If all of us pick a fire and keep focus in distinguishing it, we will get all the problems solved a hell lot faster than having a few headless chickens running around, trying to spit on some bonfires.  If you can't do that then step out from the line of fire.  Bullets are blind.

One more week and it's the launch of one of our much anticipated campaigns.  May not be for you, o-ad-people-who-have-millions-to-dispense, but it is for us - because the value of putting the campaign together is worth much much much much more than the profit and media commission we may earn.

So... here's to a great turbulent week ahead.  The human spirit is designed to rise above adversity.  And that is what we will do.  To all of us.

mcgarrybowen meteoric rise.

In 2002, John McGarry and Gordon Bowen left their big employers to set up on their own with only four staff and no client.  Today, mcgarrybowen employs over 700 people in New York and Chicago, boasting 20 clients, 65 major brands, and billings in excess of $10 billion.

Which means to say, within 10 years, on average per year mcgarrybowen hires approximately 70 people, gaining 2 new clients that bring in 3 to 4 brands per client which provides approximate billing of millions per year.

Dentsu Utama is in its 6th year now.

Don't mean to self-hurt.  But.  Sometimes, you know.  It's frustrating.  No one knows why and no one wants to talk about it.  But if you look at benchmark numbers, it's crystal.

Really frustrating.

*mcgarrybowen is part of Dentsu Group.

It's that time of the year again - appraisal time ;)

Appraisal time.  The moment of truth.  Have you got enough ammunition or does the very thought of it send jitters to your spine?  Or worse.  You are oblivious to it?  It doesn't excite you, doesn't spook you, to you it's just another piece of paper, another meeting, another session of nonsensical but mandatory chat session.  It. doesn't. mean. anything. to. you?

Well if I hit a nerve there, then I'm really worried for you.  Because it shows that you have no accountability to what you do.  A job is a nine to five routine that you trade for some dough to basically eat and drink to stay alive before your time ends.  You have no love in what you do.  You don't care about the bigger picture.  You don't care about your boss.  You don't care about your clients.  You don't care about your colleagues.  You. just. don't. care.  Or do you? C'mon, get a grip.

Last mid-term, I had a moment of truth.  Appraisals are done annually, but we have a practice here to touch base with the team every 6 months just so, we are not just on the same page but are on track - you know, the usual - motivation, goals, $$$, things-we-love-most-about-you-which-you-should-continue-doing and things-you-do-that-we-hate-so-much-we're-using-all-our-might-to-refrain-from-...

And my moment of truth came after speaking to about 10 colleagues.  People, are generally hungry for feedback.  I always thought that perhaps, Malaysians being non-confrontational tend to shy away from these kind of open discussion, especially when it's their performance that is put under the microscope and scrutinized.  But such is not so.  They generally want to know if they have done well, met expectations, hoping you could give them feedback which they failed to see in the mirror.  And me being me, I'm the last person on earth to be appointed to candy pills, I'm quite surprised that the team takes facts - good or bad - with good strides.  And the best part is?  No satisfaction is bigger than to watch people grow.  In the next 6 months, you see them change.  You see them really working on the issues which we've identified and agreed upon.  Albeit they're not perfect, but the point is you do see them working on it and you do see results.  Sometimes the result is tangible, other times it's not.  Sometimes it's surprising even.  But of course, you get a lemon now and then.  And unfortunately OR fortunately for us, the person almost always leaves the team before the term ends.

I always get the jitters when it comes to appraisal time.  Not so much my own - I have one of the nicest and most encouraging bosses eva and I almost always get away with a lot of things - on paper or no (haha!).  Woops.  Too much info.  But anyway, it's the appraisal time with the team that gives me the chills.  We made a point that it'll be an open discussion, a two-way traffic.  So as much as the person is reviewed, I supposed I'm also getting reviewed indirectly as a senior colleague.  If you've been put in charge to lead, it's hard not to feel responsible for the person whom you are leading.  C'mon, if one of your staff is in Timbuktu, SURELY there must have been a smart alec who may have mentioned 'going to Timbuktu' at some point?  I'm not sure whether everyone feels the same or just the fact because I'm the fairer gender (hence I'm more emotional, more feely weely, more blah blah blah), I feel responsible when one person does not hit their KPI.  It's strange.  It feels like you've not been guiding enough.  It feels kinda like a guilt-trip.  You get what I mean?  And almost always, with extremely great difficulty for the words to spew out from my mouth, I will ask them for feedback on my leadership.  That's when the butterflies don't just fly, the explode in your gut because it's your turn to strip naked and go under the microscope.  I know my colleagues withheld a lot of comments (haha!) seriously.  Because I know them and because I know I could be better.  And I thank them for... being extremely considerate about my feelings :) No, seriously.

It's quite ironic, that being in a communication industry, ad people rarely talk to each other.  They play cool and they hardly get in touch with their emotions when it's this very same business that should be stirring emotions, creating new feelings.  If you're doing appraisal with your team right about now, take some time off and really... communicate with them.  It's not about talking, but about understanding.  Yup, the pressure is always gonna be there when there're numbers put in place as goals but it's gonna be good.  The second most satisfying thing about working here, in Dentsu is to be able to see your team grow.  Not just in the business sense, but as people.  You see them become empowered and you see them try and challenge themselves and you see them stretch.  Well, fireworks are inevitable along the way because we are... at war, but nevertheless it will be pretty at the end of it and it will be all worth the trouble.

To my awesome team, I'm really fortunate to have you guys.  No, seriously.  I may not LOOK like it (dood, it's tough to look like it every day.  I am after all a human being) but I sure mean it.  Somehow, this appraisal thing?  Makes me more aware of myself too not as a staff to my boss but as a colleague, a person, a leader, a guide, a friend, a lamp post, a torch light, whatever you wanna call it, you know what I mean :)

Here's to our realignment and an awesome 2012!

We won a pitch.

We were recently invited to... defend one of our sub-accounts (I suppose it's strange to call it a pitch because then it would sound like it wasn't rightfully ours in the first place), nevertheless we've got official news today that we've won and will be working with our clients for the next coming year.  Nice one team!

+ Jacq, Cindy, Raof, Hide-san, Motoki-san, KW, Yap, Charel, Franz

p/s: Hope I didn't miss anyone else.  But if I did, my sincere apologies and I allow you one punch.  My happiness will absorb all pain ;)

What can I say, but thank you to The Power of Dreams.

About this project:
Dentsu Utama is in charge of overall brand strategy, content planning and producing for Honda's owner magazine since 2006.  

Rallying for an ECONATION. Join us at ECONATION365.

C'mon peeps. Chop chop! Yesterday, we officially launched our ECONATION campaign for Panasonic Malaysia at IGEM2011, KLCC. In conjunction with the marketing campaign which we've designed to rally and nudge every layer of our society to make a change towards a dream nation, an Econation (if you will), we've got an engagement portal up as well called the ECONATION365.

One fun task a day for 365 days, how resilient are you to be a true blue (or green in this case) Econation citizen? I've joined. Not because it's our campaign but because I truly believe that things can change (as witness in recent events). We may not be able to change our government (so fast) but we can still change the nation... by other means ;)

So, come on Malaysians! We only have one Earth, true. Malaysia resides only one part of the Earth, true. But we love our grounds, don't we? So let's do something small each day and collectively, we sit back and watch the nation change.

Towards an Econation! エッコネシィオンへ！Spread the word!

Small start to big things.

The Tambuli Awards is Asia Pac's industry recognition for IMC effectiveness that also promotes positive societal values. Last night, Dentsu U received a Bronze for Best Small Budget Brand category for the Insight Generation campaign. When I thought about it, it's funny how things unfold. One minute we were launching the car, the client breathing down our necks, we were breathing down other people's necks, so many issues with costing and production and timeline and finally *poop* the campaign was a wrap. And so many months later, *poop* we were awarded a small recognition for at least meeting industry standards. Honestly, the latter was entirely unexpected. They say good things happen when you least expect it to. Well, whomever who coined that was a genius :)

We've been riding on some wind brought by lady luck, blessed with some small network awards, etc. This was a first for us from international shores. So I guess, it certainly calls for a celebration.

But strangely... I don't mean to sound like a perfection-chasing, unfulfilled cynic, but something's still missing. I don't know what it is... I feel that this award really goes to the entire team who went out an arm and a limb to make it happen. So in a way, it's really a great motivation. It puts a smile on their face because the industry is telling them that they've done an amazing job and at the end of the day, it's all worth taking the shit for. I sometimes wish, I am motivated the same way. If you ask me, I gain more intensity of satisfaction in seeing people smile when they received a potted plant from Honda's Insight Generation than when going up on stage to receive the award. Maybe because it ain't Gold? HA HA. Kiiiiiiddddddding!

I know metals are great motivation drivers. But if we're not careful, we will then be driven to do things for the wrong reasons. I'd sound really arrogant to say that awards are not my thing. Maybe I should clarify. It's not my 'personal' thing. But I do recognise the fact that this is how the industry game is played. Agencies are constantly being benchmarked with one another on not just their creative ability but also their element of innovation, social responsibility and of course, effectiveness. And so, chasing for awards becomes an unavoidable management tactic. The responsibility no longer lies solely on the creative department. We now have to look into all façades of our business and see what we can push, where, involving many stakeholders.

I think the challenge is to make sure we have our goal posts in the right spot and make sure it damn well stays there! Oh well, I suppose if we get our bearings right, then all things great will come our way, anyway. So let us continue to make a difference in this world. With the skills we're blessed with and with what we're trained to do :) 今からもとがんばります！

p/s: Can't thank you guys enough.

Dentsu Utama looking for a PR executive and Account Executives.

PR Executive:

With at least 2 years background in PR agency, press release writing experience and good command of language both spoken and written. Good media relation is a plus point. Some sort of journalism ability is extra points.

What you can expect to do: A lot of reading and 'journal-type' of writing, assisting in strategic planning for non-directly paid media. Work on your connections, building genuine relationships on behalf of Dentsu. Getting involved in a bit of creative work and producing it. Er... just a bit (in case any copywriter is reading this...). As you grow into your job, you'll realize that your job scope becomes increasingly grey. Depending on your strength, capability and capacity, we may then decide to give you an opportunity in other non-direct but PR-related areas. Your leadership potential will be consistently and guerilla-ly (if there's such word) tested so be prepared. Be very prepared.

Snr Account Executive/Account Executive:

Whilst I'm a strong believer in the new generation, fresh grads most unfortunately need not apply (yet). At least two years with previous employer. Not to be sexist, but female preferred. Unless a guy can demonstrate equal if not better ability in being meticulous. Good looks have no brownie points, but sloppiness will minus you some.

What you can expect to do: Get thrown around in a couple of accounts and... swim. Swim like you've never swam before :) Working with managers in production, as independently as possible. Mistakes (e.g wrong copy, wrong FA, wrong insertion, wrong size) are unforgivable and deserve capital punishment. You will be shot. If you survive, you will be shot again (we understand people make mistakes, that's why we don't hire freshies :)). You'll be involved in a lot of research work relevant to communication and your business. And you'll work very closely with planners and will be given the chance to lead some risk-averse projects. If your team doesn't comply to your commands, you can beat them up. It's really up to you, so be creative. Sometimes, you'll be put in the hot seat and expected to give your opinion. If it sounds stupid, well... er... at least you've tried. Also, build genuine relationship with the client, although important to note that you don't have to do anything which you will not be respected for. If they screw you, contrary to conventional agency, you can screw them back. But do it with finesse, because if they complain to your management, then you're really screwed.

Relevant for both: Promotion is almost guaranteed if you're constantly pursuing out-of-your-job-scope work that is result-driven. How fast your promotion comes depend on how fast you pursue this out-of-your-job-scope work and also how much result it brings. Out-of-your-job-scope work without results is good too. You'll earn two pats on your back and a hug thrown in :) Fun personality but grounded with good common sense, optimistic and able to endure Japanese hardship. But more importantly, has a great sense of humor. Don't worry, Kamikaze or Harakiri spirit not needed though commendable. Have all that? Then we need to talk.

(If you're reading this and you have the perfect candidate, why not just apply on their behalf? You know they deserve better ;))

See you soon.

Dentsu Utama - 1st runner of CREAM awards.

Quite a nice surprise, considering we were not even in the list in 2009. I'm not sure who we should thank and I didn't even know there was such an award. But anyway, I guess it's something small but a significant morale booster for everyone in Dentsu Utama. I guess... er... we should try harder next year?

But, if you're our client and have participated in this survey, thank you very much and we're eternally grateful (we won't forget those sleepless nights and mindless arguments so soon) but like any good old husband and wife relationship, we know we cannot live without one another. Ha ha, kidding! Lighten up, will ya? Maybe this will be the post for getting myself sacked ;)

But on a more serious note, thank you. Seriously. It's not the award that mattered, it's your opinion that had mattered. Thank you.

James Hawkins set to perform for Dentsu.

A little late, but better late than never! A significant step to even stronger online performance marketing for our clients in Malaysia. Looking forward to regional collaboration to providing more significant value for our clients' investment in the digital space.

***

Former Managing Director of DGM Asia, James Hawkins, has joined Dentsu Asia Pte Ltd as the Executive Director of Performance Marketing.

Reporting to the COO of Dentsu Asia, Mr. Hiroshi Harada, Hawkins’ main role will be to develop and grow the agency’s capability in performance marketing, the core measure of digital campaigns with today’s clients working closely with Angeli Beltran of Dentsu Asia Digital Division (DADD) and Akiro Suzuki of Dentsu Media in Singapore.

Angeli Beltran, Executive Regional Director, DADD, say, “The business of results – tracking, measurement and optimisation, is the fastest growing area in digital. James comes with a proven track record with multi-national clients and we’re very pleased that he will be able to contribute to growing our clients’ businesses as well as imparting the skill sets regionally” DADD was set up in January 2010 as a regional hub to drive digital business for Dentsu’s clients.

Honda 'Innovation in Motion' voted as the best booth in KL Motorshow 2010.

I remember my last trip to Tokyo Motorshow and I was very much inspired by the strategy taken by our Japanese counterpart in Dentsu who produced the booth for Honda as well. Although the production is very much different, but the idea of not using an exhibitor's space in a conventional manner really challenged my initial thought.

So we came back and threw a lot of 'what ifs' around. What if we could utilize the 11-day event to send a message out to the public on what Honda is all about? What if we could integrate online and offline, at KLIMS and outside, with an activation that could engage people even without them having to do too much? What if we could make people feel good about themselves when they engage with us? What if we 'host' the visitors instead of just exhibiting? What if we could design structures and mechanisms that would make sense to what would otherwise be very boring static exhibits? What if we present ourselves and our dreams and let transparency judge our worthiness?

So many what ifs, and finally we say, let's just do it. And we did it. We designed the entire space based on the thought of 'Innovation in Motion' within the given budget, to serve as a media vehicle instead. Honda is a company beyond a mere car manufacturer. It was a manufacturer of dreams and power products and the story was told via a 19ft wide LCD screen(s) with an awesome presenter. We produced additional videos to share a vision of forming a new wave of generation that is simple, smart and responsible called The Insight Generation. We connected our visitors with the general public via a simple insight that everyone is happy when they give and receive so we gave out a potted plant outside of KLIMS on behalf of every person who voted to be part of The Insight Generation, who basically supports green mobility. We did not showcase any concept cars, but we shared aspirations of very real, today's models. We brought to the public for the very first time in Malaysia, one of Honda's many innovative endeavors in designing for the next generation of mobile society, the U3-X. We challenged the visitors with race simulators that winners are defined in the most unexpected manner - on how good of an eco-driver they are instead of the usual fast and furious scoring system - in line with KLIMS 2010's theme that focused on green technology and concept cars that encouraged the public to adopt an environment-friendly lifestyle.

When the news was announced, needless to say we were as ecstatic as our clients. And we want to thank them from the bottom of our hearts for this awesome opportunity, since it was our first Motorshow project. The dream of seeing all your blood, sweat and tears coming together at one single consumer touch point was truly satisfying. The award is awesome, but what's more priceless is the various positive feedback we got from fellow exhibitors, media and client associates. That my friend, is truly truly priceless. Till 2013 :)

Insight: The hybrid generation that breeds a new way of thinking.

Well, it's a wrap. All the hard work for the past quarter, put into the launch of the new Honda Insight has finally paid off. To be honest, the production timeline was super tight but we finally saw everything come together. And it's the reason why I'm doing this again and again and again ;)

I can't help it. Of all the cars that we have launched for Honda, Insight somehow seems to strike the closest chord in me. I guess it isn't just because it's a hybrid that's in trend right now, but more so due to it being a real challenge to distill the right message for the public since eco is still a superficial concept in Malaysia. Honda almost never does anything trendy just for trend sake. We really believe that Insight was a noble brainchild - the world's most affordable hybrid (at time of blogging). But the problem was it wasn't really true in Malaysia. And then the wind changed when the government announced the latest status for hybrid tax incentives. Having said that, Insight will never be a 'people's car' in this market due to its price tag. But from the way we saw it, it stood for something bigger than just Ringgit and sen. It is an idea that beckons a new kind of thinking that will help change the world, little by little, starting from our everyday choice, starting from the moment we sit inside our car and drive to work every morning.

***

Simplicity really makes our life cleaner and more efficient. And simplicity need not be boring and monotonous. Simplicity as defined by Honda has an element of excitement. And that brought to life in design form is known as the Insight. It's a product that doesn't just represent a new wave of engine technology that's collecting global spotlight. It is a concept that embodies a new way of thinking. Of using only what we need. No more big bulky flashy badge vehicles. But a compact that is simple, light weight and fun to drive at the same time. Insight is a kind of concept that teaches people how to 'un-drive' the way they did before and inspires them to do their part, no matter how small, their effort is always significant in volume. The way we saw it, the Insight represented a new kind of movement that is accessible to all. No more cumbersome technology that makes you pay for super futuristic elements that don't need to be there. Just keeping it simple. Simple to run, simple to care for, simple for everyday driving that is fun.

Welcome to the Insight Generation. Seriously, you should join us and watch the world change ;)

***

Just wanna do some honorary credits by thanking the entire team behind the Insight Generation campaign. Simply because I know how much effort each and everyone of them had put in.

Jacq - For being a super stylist and making the Insight Generation look so awesome in their simplicity

Terence - For being there and providing that sense of assurance that everything will run

KW - For being the 'rock' that grounds everyone and controlling our cost which if left to me and the creative, Dentsu would have gone bankrupt :)

Rizal and V - For the craftsmanship and the 'extra' entertainment ;) as well as for inspiring the creative energy from others (thank you for putting up with MY sh*t!)

Motoki - For ensuring the CI of our client is always treated with utmost care and respect

Carrot Films, especially An, Jefferi and Lani - For putting up with our collective sh*t and being so patient with us and of course, for such a well-made film

2 a.m - For being there and really delivering based on that trust

Pixel Post - For that commitment to deliver and just being awesome

LV - For the roving team who tirelessly gives out the potted plants, always with a smile

e-motion - For living up to that spirit of challenge and putting together another great video over night!

And last but not least, to Honda - For feeding our creative energy with your gracious support.

Seriously, seriously. Thank you.

I have an Insight, do you?

Incredible Sparks.

This last quarter of 2010 has been incredibly busy for Sparks. Amidst from flying around and running in and out of meetings, this is by far the busiest period of my attachment with Dentsu Utama to date. Seriously, I kinda miss my life a little. But then again, the satisfaction that's been resulted from such chaotic period is also immensely encouraging. I guess you can't have everything, can you?

But just for awhile, I really need to slow down and take a break. You must be wondering, didn't I just got back from France? Yeah, like a decade ago. I'm not sure if I enjoyed it as much as I should have because I couldn't let go of work and most of the time I was busy checking mails or having conference calls. To be honest with you, that really sucked. I was there, but I wasn't there. It really really sucked. BUT, what can I say. What you've got to do, you've got to do. So no complains, but still. As a statement of fact - that really sucked.

So, now I'm planning for a short break in February. It's gonna be a really short trip but I bet it's gonna be a really awesome, breezy and balmy one. No letting the cat out of the bag. I'll let Cat share the experience with you when the time comes.

So, just one more week and it's the moment we've all been waiting and slogging for. The 2010 KL Motorshow week. I can't wait for the first launch day because I believe it will truly be a spectacular experience - witnessing all the bits and pieces of your blood, sweat and tears coming together in full glory. I'll be there for almost every day from 4 to 10pm. Yes, I'll be giving out brochures, wiping iPads, giving away goodies, etc. Ha! If I ain't value for money, show me another Planner who would be caught dead doing that! But it's okay, this project is as close to me as every other one, what is a couple of days standing stiff for 6 hours right? Right. Everyone else in the team will be doing that too. I so wish I could make my boss stand with me. Cause I know the previous one will. Yes, there's bitterness in there. But that's another chapter altogether.

Haih... oh Sparks Sparks... what for art thou. Why for art thou doing this? Well, what can I say. It comes in a package. Sweet things sometimes come with bitterness, and you've got to swallow them whole. And swallow them whole I will!

Anyway, come look me up if you're there too. Come shake my hands and introduce yourself. Come exchange name cards and see if we could create a worthy partnership. Or just simply come and be a kind companion. Come and give me tips on how to improve my blog, or even my job. Come hire me ;) Well, in any case, I'll see you there!

Contagious case study: The colour of money.

Read it in ADOI this month's issue on page 65 (funny, I just realised that the pagination stops at 64).

This month's case study feature, titled 'Colour of Money' is about the greening of consumerism and how global consumers are breaking into segments. It's very similar to what we have done to increase sustainable advocacy in mass consumerism in Malaysia. And it's also interesting to note some segments that are covered by GfK Roper Consulting but were not visible when we completed our local study. Hmm, it really gives us an idea on how to improve The Green Chronicles to further distill insights, should we run it again. And I seriously think we should run it again next year. Inspired ;) Now I just need funding. Solutions, solutions, solutions. Hmm.

Dentsu Utama looking for an entrepreneurial copywriter.

Creative zest is a given, but an entrepreneurial mind is of great asset :) Please send an email to sueanne [at] dentsutama [dot] com [dot] my if you're interested or have someone to recommend. Looking forward to working with you ;)

Dentsu Utama wins Honda 2-wheeler new product launch.

Something closer to home :)

Our colleague wrote a really touching email which solicited the most responses from the entire agency when announcing this win. I must admit, it brought back some memories - fond and less-than-fond ones - and it was a tough tough tough journey. But I'm glad we pulled through.

To those who have left us but were part of this journey, here's three toasts to you guys. I promise the real drinks will flow very soon.